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Kohl's in Mudd Exclusive Deal with Iconix

In its latest push into private brand initiatives, mid-tier retailer Kohl's has inked a deal as the exclusive U.S. retail licensee for the teen-driven Mudd fashion brand.

Licensed in a multi-year agreement with Mudd owner Iconix Brand Group, the property will take shape as an apparel-based program at Kohl's, with potential category expansion into the home area. In response to an inquiry by HTT, a Kohl's spokesperson stated: "The exclusive agreement enables Kohl's to design, produce, and exclusively sell Mudd domestics, which refers to things like bedding."

Iconix chairman and ceo Neil Cole observed, "We have experienced the power of Kohl's with our Candie's exclusive license agreement which has been expanded into over 30 product categories across the store. We look forward to similar long term growth and expansion for the Mudd business."

Candie's is featured in soft home as well as apparel categories at Kohl's.

Mudd is already featured at Kohl's in girls' and juniors' bottoms, footwear and jewelry, the retailer noted, adding: "The collection will expand to include girls' and juniors' apparel, intimate apparel, sleepwear, and accessories."

"While the economy remains challenging, we know our exclusive, world class brands are resonating with customers and giving shoppers one more reason to embrace Kohl's as their destination," said Don Brennan, senior evp, Kohl's.

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